To engage GenX in their medium, online, we created Fructis Skins – one of the first instant messaging programs. On WB, we incorporated Fructis into “The Starlet” with a branded episode/sweepstakes. For music lovers, we developed a custom promotion with vh-1’s “Big in ’04”, where consumers could vote for the Best Hair in ’04. To introduce “Long & Strong” Shampoo, we launched “long” out-of-home spectaculars – a 320’ high wallscape , block-long scaffolds, and wrapped buses in major markets.

Young (and old) embraced the brand and made it a best seller. Garnier Fructis far exceeded objectives - reaching a 5.2% share to become a Top 5 brand. (Source: Nielsen, Annual 2004).